It is not easy to design logos. Even the most respected designers in the industry encounter challenges when it comes to creating highly professional and effective logos for their clients. All logo designers know and value the importance of a professional logo to any business, large or small.
Jewellers often tend to overuse elements while deciding upon a logo. Though it represents the company, it tells their story and symbolizes their brand to the world. They often fall victim to mistakes done by a logo designer. A jeweller, like any other businesses, should focus more on corporate essence whilst designing the logo. This is because a good logo elevates the brand assets. Few of the mistakes that can be avoided in a jewellery brand’s logo are listed below:
Hollow Taglines: We have observed that every jeweller has a fetish to use a tagline. It may seem like a good idea to add a creative content. However, it could prove to be less helpful if the tagline doesn’t relate to what you do or act as sub-title or if it’s too long. The focus should be more symbolic with minimal message. The tagline need not be a component of the logo. However, it can be used more effectively along with the logo as a brand marketing tool.
Typographic confusion: Typography is one of the most important components in logo design. We still see designers stumble upon this error, either by choosing inappropriate fonts or imbalance in font weights and spacing between them, and much more. Almost every page that you read on-line on logo design mistakes to be avoided, typographic issues is one of the core concerns upon which the authors and acclaimed graphic designers have raised their voice. I pick two important ones which can deteriorate the value of a jewellery brand’s logo.
Typefaces : From a jeweller’s point of view, they should avoid logos which contains too many varied fonts. Three, four or even more fonts in the same design are over-complicating and simply create confusion. Different fonts can take away attention from the logo and has a lesser retention value.
Extremities of Weights : Fonts can be thin, fat, italicized, bold, super fat, etc. There is a certain fundamental which has been observed, that is, excessively thin fonts can look glamorous. Super fat fonts can be playful and bold. However, for the majority of logos, a better balance needs to be struck between message and legibility; which is what a jewellery brand needs - Look Glamorous and Corporate.
Complexity: We need to decide whether you want a logo or a graphic image. Clip arts, images, several colour combinations clutter the logo. They can be used creatively in advertisements. Further using effects such as gradient, shadowing and embossing can look pretty on the page, but they are difficult to reproduce on different materials (corporate identities). Complex logos can also come off to customers as confusing and too complex for them to decipher.
Lacking Adaptability and Scalability: Keep in mind that your logo will need to be transferable across a range of different mediums. Make sure that the colours, size and overall design work on printed materials such as corporate identities, packaging, advertisements and clothing. It must also work across various touch points technology such as websites and mobile sites. Don’t create a logo that relies solely on stylization or fancy effects to get the message across – it must work in the simplest of forms.